Badger Maps vs Map My Customers (2026)

Overview

Badger Maps and Map My Customers are the two most direct competitors in the field sales route-planning CRM space. Both serve account managers who visit existing clients on territory-based routes. Both offer mapping, route optimization, CRM functionality, and mobile apps. The differences are a matter of scale, maturity, and depth.

Badger Maps is the category leader by a wide margin. Founded in 2012, it has 4,000+ customers, $8M in annual revenue, and a 4.7 G2 rating built on 270 reviews — all earned without significant VC funding. Its 'Lasso' route-building feature remains a uniquely fast way to build optimized routes from a territory view. Critically, Badger Maps backs its product with a 90-day money-back guarantee and charges zero setup or integration fees. The support team scores 9.4/10 on G2 — the highest in the category.

Map My Customers is a solid, lower-profile alternative that has carved out a niche as a Salesforce-friendly lightweight option. It's available on the Salesforce AppExchange, making it easily discoverable for Salesforce admins, and its self-service Salesforce integration works without IT involvement. With roughly 100 customers and $2.6M in revenue, it's a meaningfully smaller company — which means less track record but also potentially more responsive product development.

Pricing is close but not identical: Badger Maps starts at $49/user/month, Map My Customers at $55 for individuals. Badger Maps has a 14-day free trial; Map My Customers' trial terms are less clearly advertised. Both have native integrations with Salesforce, HubSpot, and Dynamics.

The one area where Map My Customers genuinely wins is the Salesforce AppExchange listing, which gives it visibility and credibility inside Salesforce-heavy organizations. For everyone else, Badger Maps is the more proven platform.